NT might be a small percentage of the total number of people who buy any given release, but that's not the point whatsoever. Companies--at least, smart and successful companies--pay attention to what the top one or two or three percent of its consumers say, even if it doesn't always listen to them immediately. The loyalists, the "expert" consumers, are vitally important to the long-term business. They influence others because they are the go-to sneaker expert in their circle. They are the customers who come back again and again, which plays a part in a brand remaining relevant over the long haul as opposed to just being a short-term fad.